By Susan Frede
August 12, 2024
A concept is a description of a proposed idea consisting of attributes and benefits stated in meaningful consumer terms. There are generally six key concept components:
- Headline summarizes the most important point.
- Insight/unmet need explains the problem or need that the product will address. It is often expressed as a frustration the consumer is experiencing.
- Benefit proposes a solution to an unmet need or a promise to the consumer. Basically, it explains what is in it for the consumer.
- Reason to Believe gives the benefit credibility and persuades consumers to act. It explains why/how the product will deliver the benefit.
- Practical Information might include things like pack size, price, flavors, etc.
- Visuals can help when words alone don’t communicate product attributes or emotional benefits.
The more the tested concepts resemble the final product or experience, the more dependable concept testing is. Also, it is important to only include what can be realistically communicated in an advertisement or sales pitch. This often means focusing on a single benefit in the concept.
During concept development qualitative research is often used to refine the concepts and optimize consumer relevancy. This could include focus groups or in-depth interviews.
Persuadable Research can help develop concepts.